摘要
基于北京和上海429位消费者的抽样调查,采用Logistic模型,研究消费者对新疆红枣的购买行为及影响因素。结果表明:北京和上海消费者都偏好购买超市的袋装红枣,年支出水平多在300元以下。年龄、收入、购买目的均影响两地消费者购买新疆红枣,此外,外观和质量认知对北京消费者购买行为有显著影响,上海消费者还受性别、受教育程度及营养认知的影响。最后为新疆红枣产业的市场拓展提出建议,包括加大宣传力度、明确市场定位和保证红枣质量。
Based on sampling investigation of 429 jujube purchasers in Beijing and Shanghai, using Logistic model, the paper made an analysis on the consumer purchase behaviors and their influencing factors of Xinjiang jujube in this paper. The results show that most consumers prefer to buy jujube in the supermarkets, and spend less than 300 yuan on jujube per year. In addition, income, purchase purpose will affect consumer behaviors both in Beijing and Shanghai, beyond that, the awareness of jujube＇ s appearance and quality might impact consumer behaviors in Beijing significantly, while, consumer behaviors in Shanghai are also affected by gender, level of ed- ucation and nutrition awareness. Some points should be notified as follows： （ 1 ） From packaging preferences, in Beijing market, the consumers who are younger, prefer to its taste and nutrition, using for gifts or direct edible choose to buy packing jujube from the supermarket. While the ones who are older, prefer to its appearance, using for soup are willing to buy jujube in bulk from the wholesale market. But in Shanghai market, the consumers who have higher education and income, prefer to buy packing jujube in supermarket or speciality stores. And the consumers seem like to buy jujube in bulk for porridge. （2）From purchasing channel, in Beijing market, the con- sumers tend to choose to buy jujube for gifts or direct edible in the supermarket. While, the older ones and lower income, they concern much about the quality, usually prefer to buy jujube for soup in the wholesale market. And the consumers who have taste preference, prefer to buy jujube for gifts or to keep for storage. The people of younger with higher income, and gift consumers usually prefer brewing online shopping. In Shanghai market, women tend to buy jujube in stores or online. Older consumers prefer to buy red dates in the wholesale market. The consumers who are younger, higher educated, choose to buy jujube for direct edible or soup in the supermar- ket. Besides, the consumers who are higher income, or for gifts tends to buy jujube in stores or online. （3）From the level of payment, in Beijing market, women spend on jujube more than men, the consumers who are higher educated, higher income or for direct edible, are at lower payment level on Xinjiang jujube. While, in Shanghai market, consumers who are higher income, with nutrient preference, are at low-level payment on Xinjiang jujube. In general, based on grasping the domestic main market of consumer preference and behavior selection, only then will we be able to objectively determine the sales target of Xinjiang jujube, and develop sales strategy. The ulti- mate purpose is to improve the occupation rate of market of Xinjiang j.ujube.
出处
《干旱区地理》
CSCD
北大核心
2015年第2期420-427,共8页
Arid Land Geography
基金
新疆科技厅科技计划项目(201342105)
2014年自治区研究生科研创新计划(XJGRI2014070)
新疆人文社会科学重点研究基地干旱区农村发展研究中心资助
关键词
新疆红枣
包装偏好
购买渠道
支付水平
Xinjiang jujube
packaging preference
purchase channels
payment level
